Struss Bob | The Promise of Truth

Fashion Et Al caught up with co-founders Tshepo Phologane and Nthato Modiselle of leading South African urban wear label, STRUSS BOB.

Struss Bob co-founders: Nthato Modiselle & Tshepo Phologane

- The Promise of Truth -

Founded in Cape Town in 2008, the idea came as a final year project for Tshepo, who was studying Art Direction at the Vega School of Brand Communications.  The brief of the project was to create a conceptual brand using social commentary as a platform to communicate to a consumer.

The initial idea for Struss Bob was to use similar South African sayings from the eleven different official languages in the country, to illustrate the commonality that exists between the different groups of people that make up South Africa. After completing his Art Direction degree, Tshepo met Nthato who saw Struss Bob as much more than a school project. Together they began to develop the brand and bring it to the African people.

Mos Def in Struss Bob

Working as equal partners, Tshepo and Nthato further developed the concept from language to using simple imagery that communicated the brand mantra "The Promise of Truth". Through hard work and dedication, the brand has been able to reach the hearts and minds of many people, both in South Africa and the world.

Local and international acts that have worn Struss Bob include Mos Def, Bow Wow, Dwele, Reggie Bush, Khuli Chana, HHP, Bongani Fassie, Zola, DJ Dimplez, DJ Switch and DJ Stitch amongst others. The brand has been positioned with the urban lifestyle, and prides itself in being a leader in the entertainment and fashion industries in South Africa.

Struss Bob has moved base to Johannesburg, boasting a supply chain of 10 stores around the country.  

- The Interview -

Struss Bob is a culture brand born from the hearts and minds of Africans. It is the culmination of creativity, truth and heritage represented through fashion. The term Struss Bob (stroes-bob) is derived from the South African way of speaking. It is a single-minded solemn promise to authenticity understood by everyone and owned by everyone.

Our success comes from hard work and dedication to creative new ideas that move the South African fashion industry forward. We strive to remain relevant and top of mind with customers.

Our clientele is anyone and everyone who who relates to the " The Promise of Truth". We have been able to create a brand that does not discriminate against any sub-culture. It's about being part of a greater movement, the redefinition of the African urban culture. We want people to wear our clothing with pride and the belief that they are the true representation of Africa.

Struss Bob co-founder: Nthato Modiselle

Our clothing creations are simple, spicy, fun, colourful, fresh, truthful and memorable. Our creations always have a concept that carries a message of truth. We believe that we have something different to offer, a story to tell, the true African story.

Our plan/vision for the brand: Struss Bob is not only a clothing brand but but also serves as a platform to create commentary about South African lifestyle and bring color to this rainbow nation. Our plan is to create a collective consciousness that promotes the belief that anything is possible, and our intention is to achieve this through fashion.

Bow Wow in Struss Bob

We are inspired by truth, people, color, music, fashion, ideas, stories, conversations, fastfood, taxis, townships, the past, the present, the future.

Our style is diverstiy, mixmasala, we can't really put a finger on it but we pride ourselves in being leaders of South African urban wear. Our aim is to remain young, fresh, relevant.

We admire people who have contributed to the African identity in all disciplines like music, art, design, politics, business and many more! We are after truth, nothing more, nothing less.

Struss Bob pop up store at Dope Store

We are Proudly South African because we shout Struss Bob!! from the depth of our bellies, through our hearts, out of our mouths, and into the African skies.

Fashion Et Al wishes Tshepo & Nthato much more success and an even wider distribution of The Truth! Love the concept, the merchandise is on point. 

Fanele Love

Struss Bob Apparel is sold at Dope Store, Retail Store, Thesis Concept Store all in Rosebank; Eastgate Mall, Melrose Arch, Menlyn, Canal Walk, The Glen. Interested parties may contact Tshepo at +27 79 397 1481 or Nthato at +27 71 101 5278.